Is value of running the Long Beach Marathon priceless?

When a friend said he was interested in running Sunday's Long Beach International City Bank Marathon, I boasted that it was a flat, fast and scenic course that stretches from the Shoreline area to the bike path along the Pacific Ocean and a 3-mile stretch on the Long Beach State campus, complete with student-provided entertainment. | Also: Man's 100th marathon run

Then he asked how much it cost, at which time I told him and he immediately put one hand in his back pocket to protect his wallet and the other in his mouth to keep himself from swallowing his tongue.

I had to admit that the cost of running a marathon has increased dramatically since the '70s and early '80s, when you could plunk $15 down to enter and got a T-shirt and all the orange slices you wanted for your trouble.

The 28th Long Beach 26.2-mile excursion costs $125, and $100 for the half-marathon. In today's recessionary times, that's a notable fee for the opportunity to get blisters and suffer some serious chafing.

If people want pain at no cost, they could just watch the presidential debate or a series of political attack ads.

"We're not the cheapest, and we're not the most expensive," Long Beach Marathon CEO Bob Seagren said in his office Wednesday morning.

"The prices do keep going up, up and up, and some marathons are starting to push the top end.

"I'm always surprised at the number of people who are willing to wait until the last minute to sign up when they could save money if they signed up early, when the fees are lower. The truth is that people are willing to pay it. Our fees are consistent with comparable races.

When Seagren's Run Long Beach company took over operation of the race in 2001, the entrance fee for the marathon was $60. Even at $125, the Long Beach 2012 fee is far less than those of some operators who believe your wallet should share some of the pain.

The "Rock 'n Roll" series, for example, which puts on 26 races in U.S. cities, charges, depending on when you register, $110 to $150 for its Los Angeles half-marathon; $125 to $175 for its San Diego marathon ($110 to $165 for the half); $90 to $150 for its Pasadena half-marathon; and a whopping $185 for its Las Vegas marathon in December. A couple of notable marathons at amusement parks are approaching the $200 threshold.

The Palos Verdes half-marathon costs $85, the Bay-to-Breakers in San Francisco $80, and the Los Angeles Marathon $145 to $165. The Beach Challenge series of three marathons, which includes Long Beach, costs $90 for Orange County and $115 for Surf City USA (in Huntington Beach).

The best way to look at marathon running in 2012, at least in Long Beach and other comparable runs, is that it's become a mobile tailgate party.

There will be serious runners Sunday who are looking for a fast time to qualify for one of the uber-marathons like New York and Boston.

But there are even more everyday runners who look at Long Beach as a nice way to spend a day with friends.

Karen Hester is a Long Beach resident and executive assistant to the city attorney who has about 10 Long Beach marathons or half-marathons on her resume. When she tells nonrunners the cost, they often bark loudly and infer that organizers should pay the runners.

"People don't think about the costs that are involved in closing down streets and paying for police to work the event and putting up the street barricades," she said.

Hester remembers running Long Beach when the finish line was a somewhat vacant parking lot at Veterans Stadium. "Long Beach is a great race now," she said. "It's well-organized and the course is really good. The part of the race that goes through Long Beach State really picks up your energy.

"I think it's the kind of thing that you turn into an event with friends, and make a day of it. ... It's also great to have a marathon where there's a beer garden at the finish line, too."

Dave Kuntz is the president of 500-member A Running Experience Club, which is sending 200 runners to Sunday's event. He admits some promoters think of their marathons as "destination events" and charge accordingly. It's the only way, he said with a chuckle, you could possibly talk someone into thinking Las Vegas would be a fun place to run a marathon.

"I think there are very few serious runners who worry about paying $125," he said. "We approach it as an investment, and a cheap one.

If you're serious about it, you're going to need to make a six-month investment in training. So your cost actually works out to $5 a week.

"It's the training that keeps you motivated," Kuntz said. "This is our 30th year as part of the Long Beach race, and we have a marathon training program that is included in our membership fee."

The club charges a nominal $25 to be a member.

"There are a lot of running and triathlon clubs here, and they all take the same community, team approach," he said. "Long Beach is such a great race, too. It has a small town feel with a lot of runners. The course is a nice tour of the city, and it's flat and fast. For me, it's as much a social event as a running event."

Seagren added: "We don't cater to the elite runners, which is one way we keep our price reasonable."

Who needs elite runners, anyway, when the race is one big party? Look at it this way: You couldn't walk into a restaurant and ask if they have a table for 20,000. One Sunday a year, the city can indeed host a mobile outdoor party for 20,000.

HIT THE LONG BEACH STREETS

What: Long Beach International City Bank Marathon and Half-MarathonWhen: Sunday, Oct. 7, 2012Where: The course winds through the streets of Long BeachInformation:runlongbeach.com, 562-795-5900Registration: Online deadline is midnight Friday, Oct. 5, at runlongbeach.com or register in person by Saturday, Oct. 6, at the Health and Fitness Expo at the Long Beach Convention Center. Hours are noon to 7 p.m. Friday, 9 a.m. to 6 p.m. Saturday. No race day registration. bob.keisser@presstelegram.com